Factual Q2 2019 Location Strategy Guide - Amazon S3 · Auto Shoppers segment reaches consumers who visited auto dealership lots during the previous weekend. Use Factual’s In-Market

LOCATION STRATEGY GUIDE | Q2 2019

Not all Factual products are available in every country. For more information, please visit www.factual.com | @Factual © 2019 Factual Inc., All Rights Reserved.

This guide is a collection of innovative, location-based advertising strategies for Q2 holidays and spending events that are a must-have on any marketing calendar. Reach consumers as they plan for Spring holidays and vacations, prepare for Spring wedding season and household projects, and celebrate the most action-packed sports quarter of the year.

Q2 HOLIDAYS AND SPENDING EVENTS:

• Spring Break: Feb-April

• Easter: April 21st

• Cinco de Mayo: May 5th, 2019

• Mother’s Day: May 12th, 2019

• Memorial Day: May 27th, 2019

• College Graduation: May/June 2019

• High School Graduation: May/June

• Father’s Day: June 16th, 2019

WELCOME TO FACTUAL’S Q2 US HOLIDAY PLANNING GUIDE!

2Have questions? We have answers. Contact the Strategy Team.

TARGET REAL WORLD BEHAVIORS

Factual Audience enables marketers and agencies to build highly-customized, scalable audiences based on real-world consumer behavior.

TARGET REAL TIME LOCATION

Factual Proximity enables marketers and agencies to build accurate, custom geofences to reach consumers based on where they are in real-time.

OUR STRATEGIES IN THIS GUIDE WORK BEST WITH:

TRY THEM OUT! Tips for Audience are marked in | Green. Tips for Proximity are marked in | Blue.

Audience Proximity

https://www.factual.com/strategy/




SPRING GETAWAYSReach consumers planning to vacation between the pricey winter holidays and crowded summer months.

Factual’s Vacation Planners audience reaches consumers planning their next vacation by visiting

travel agents or shopping at luggage and travel retailers.

Factual’s Travelers audience reaches consumers who have visited popular vacation spots and do not live

nearby.

Geofence family-friendly travel destinations like amusement parks and water parks with Factual’s

Proximity solution.

COLLEGE SPRING BREAKSpring break is a rite of passage for American college students. Help them plan the perfect trip with relevant advertising.

Reach college students planning their spring break vacations with Factual’s Spring Breakers audience.

Target popular spring break travel destinations like Key West, New Orleans, and Las Vegas.

Factual’s Past Spring Break Travelers audience reaches Spring Break travelers from last year.

US SPRING FIESTAS AND FESTIVITIES

Reach consumers as they shed their winter coats and begin planning for Spring holidays and vacations. Location data can help.

OUTDOOR ACTIVITIES As the weather warms up, reach consumers who enjoy outdoor activities such as BBQing, swimming, boating, and camping.

Use Factual’s Geopulse Proximity solution to geofence the areas around outdoor activities like

hiking trails, lakes, campgrounds, or popular landmarks.

Factual’s Fun In The Sun Seekers audience reaches users who visit outdoor recreation venues at least

10 times per year.

CINCO DE MAYO Reach consumers celebrating Cinco de Mayo this May 5th.

Factual’s Cinco de Mayo Celebrators audience reaches people who visited places like bars and

nightclubs on May 5th last year.

Geofence prime places for Cinco de Mayo Celebrations ––like parade routes, bars, and show

venues –– in real-time with Factual’s Proximity solution.

Factual’s Mexican Restaurant Enthusiast segment reaches frequent Mexican restaurant visitors.





EASTER SHOPPERSBusinesses now offer more sales around Easter. Reach Easter shoppers seeking deals on clothing, seasonal decor, and home goods.

Use Factual’s Geopulse Proximity solution to reach shoppers at Walmart, Target, or other major

retailers in real-time.

Reach consumers stocking up on eggs, candy, home decor, and other Easter supplies in real-time, at

grocery stores, party supply stores, and wholesale clubs.

Geofence locations in Factual’s Cards and Stationery place category, or specific chains like Hallmark.

EASTER SHOPPERS

Over 80% of Americans celebrate Easter and spend an average of $150 per person.1 Help them plan their celebrations with location data.

The NRF’s Easter Spending Survey reveals where consumers plan to shop in prep for the Easter holiday:

Top planned purchases to help celebrate the holiday will be candy, food, gifts, clothing and greeting cards.

EASTER CELEBRATORS Help consumers plan their Easter celebrations this April 21st.

Use Factual’s Geopulse Proximity solution to reach consumers in real-time at Easter parades and

festivals.

Factual’s Parents of Young Kids audience reaches consumers whose location history indicates they

have children under the age of 14.

WHERE EASTER CELEBRANTS SHOP

PLANNED EASTER PURCHASES

59% of consumers will shop at discount stores

46% will visit department stores

28% will make purchases online

25% will go to a specialty store

25% will go to a small business or local store

89% plan to buy Candy

87% plan to buy Food

61% plan to buy Gifts

48% plan to buy Clothing

46% plan to buy Cards

1 NRF Easter Spending Survey, conducted by Prosper Insights & Analytics (2018)





SPRING WEDDING SEASONApril, May, and June are the most popular wedding months for Southern couples (who know to avoid the sweltering months of summer).2

Factual’s Engaged Couples and Wedding Planners audience reaches couples planning their wedding,

visiting wedding expos, wedding planners, event spaces, and bridal boutiques.

Influence soon-to-be-brides in real-time by geofencing bridal stores such as Kleinfeld Bridal,

Alfred Angelo, David’s Bridal, and RK Bridal.

SPRING CLEANINGMany American households welcome the season with spring cleaning – and they’ll need household products to get the job done.

Reach consumers in an organization mindset by geofencing retailers like The Container Store and

Storables that sell storage and organization products.

Factual’s Primary Household Shopper audience reaches the primary decision makers for household

goods like cleaning products.

SPRING NUPTIALS AND NESTINGThe weather is warming up and everything’s turning green. It’s the perfect time to reach consumers preparing for spring wedding season and household projects.

GARDENING & HOME IMPROVEMENTReach gardeners and home DIYers preparing to undertake spring projects.

Target Factual’s Weekend Warriors audience, which reaches consumers who often visit home

improvement and hardware retailers on the weekends.

Influence gardening enthusiasts in real-time by geofencing garden retailers like Pike Nurseries, Plow

and Hearth, and The Home Depot.

77% 35% 29%

77% of US households participate in gardening activities.

Older gardeners are holding steady at 35%.

18 to 34-year-olds occupy 29% of gardening households.

2 https://priceonomics.com/whats-the-most-popular-time-of-year-to-get-married/ 3 National Gardening Survey, 2018 Edition.

American households are gardening more than ever before –– and younger adult households have reached an all-time high.3

US GARDENING





US MEMORIAL DAY RECOMMENDATIONSMemorial Day brings backyard barbecues, road trips, and lakeside adventures –– as well as one of the most popular shopping weekends of the year.

MEMORIAL DAY PLANNERSInfluence consumers as they plan their Memorial Day celebrations and make party planning purchases.

Geofence planning destinations –– including sporting goods retailers like REI or warehouse

retailers like Costco –– in real-time.

Use Factual’s Memorial Day Celebration Planners audience to reach consumers preparing for

Memorial Day barbecues, campouts, and more.

Reach consumers who were seen celebrating Memorial Day weekend at specific places or

retailers last year.

MEMORIAL DAY CELEBRATORSReach consumers in a festive mindset, as they celebrate Memorial Day weekend with family and friends.

Geofence outdoor Memorial Day weekend destinations, like parks and campgrounds.

Over 200 races are held over Memorial Day. Geofence race routes to reach runners in real-time.

MEMORIAL DAY WEEKEND TRAVELERSAs the first major holiday after school vacations begin, Memorial Day is prime travel time.

Reach lifestage and interest-based audiences likely to travel for Memorial Day, including Outdoors Enthusiasts, College Students, and Families With Kids.

Reach roadtrippers in real-time, by geofencing gas stations and rest areas.

Did you know: Almost 90% of holiday travelers will drive to their Memorial Day destination.4 90%

Almost

4 https://wtaq.com/blogs/the-great-outdoors/711/infographic-what-do-people-do-on-memorial-day/

MEMORIAL DAY SHOPPERSMemorial Day weekend is one of the biggest sale events of the year. Influence shoppers looking to cash in on deals.

Reach Memorial Day Deal Seekers –– consumers who visited outlet malls or discount retailers during

Memorial Day weekend last year.

Reach affluent shoppers who’ve recently visited high-end retailers.

Reach shoppers at Walmart, Target, Nordstrom, or other major retailers in real-time.

Reach shoppers in real-time while they are in close proximity to your stores.

Convert consumers who have visited your competitors’ retail locations in the past.

Reach and convert your competitors’ customers in real-time with Factual’s Proximity solution.





The Journey to the Dealership...

EAT 27% of consumers seen at auto dealers visit restaurants before.

SHOP 21% of consumers seen at auto dealers visit retail locations before.

TEST DRIVE Auto shoppers spend an average of 45 mins on dealer lots.

US MEMORIAL DAY AUTO SHOPPERSSavvy consumers know that Memorial Day weekend is among the best times to buy a car. High-quality location data helps reach auto shoppers as they gear up for weekend sales.

IN-MARKET AUTO INTENDERS & SHOPPERS Capture the attention of in-market auto shoppers with smart location-based advertising.

Reach consumers actively considering and testing new vehicles. Factual’s Over-The-Weekend

Auto Shoppers segment reaches consumers who visited auto dealership lots during the previous weekend.

Use Factual’s In-Market Auto Intenders audiences to reach consumers shopping for specific car types,

including Eco-Friendly Cars, Luxury Cars, SUVs and Crossovers, or Trucks.

Use Geopulse Proximity to reach visitors at auto dealerships in real-time.

TAILOR YOUR MESSAGING TO BOOST SALESUse Geopulse Audience to influence by lifestage, interest, or mindset. Boost performance even further by personalizing your ad creative:

Reach Adrenaline Junkies –– people observed participating in thrill-seeking activities, such as rock

climbing –– with ads about speed and performance.

Reach consumers who value comfort and relaxation––like frequent visitors to massage

parlours, yoga studios, or spas –– with ads focused on luxury.

Reach Technology Enthusiasts–– with ads featuring in-auto tech features.

FACTUAL’S DATA INCLUDES ALL MAJOR AUTO BRANDS:

Acura Audi BMWBuick Cadillac Chevrolet Chrysler DodgeFiatFord

Honda HyundaiInfiniti Jaguar JeepKia Land Rover LexusMINIMazda

Mercedes Mitsubishi NissanPorscheScionSubaruTeslaToyota Volkswagen Volvo





US MOTHER’S DAY RECOMMENDATIONSMother’s Day is a prime opportunity for a spike in spring sales: we all have mothers and love to show them we care. Help your customers find the perfect gift for Mom this May 12th.

REACH THE WHOLE FAMILY Reach family-minded consumers or those primed to consider their Mother’s Day shopping list.

Reach consumers in real-time while they’re in the midst of family activities –– such as visiting

recreation centers, and museums –– with Factual’s Proximity.

Use Factual’s High School Students audience to reach US students seeking budget-friendly gifts for Mom.

Factual’s Family-Minded Dads audience reaches men frequently observed in real-world dad behaviors.

Moms give gifts on Mother’s Day, too. Factual’s Social Moms audience reaches moms with large

social circles who will all need gifts on May 12th.

MOM KNOWS BESTInfluence Mom’s gift wish list so she can share ideas with friends and family.

Factual’s Luxury Lifestyle Moms audience reaches affluent Moms who spend on luxury brands.

Factual’s understanding of real-world behavior allows you to reach Working Moms who commute

between home and a workplace on weekdays.

Reach Health-Conscious Moms who live an active and healthy lifestyle.

Did you know: 20% of Mother’s Day gifts come from husbands.5

Did you know: 13% of Moms buy more expensive gifts for other mothers than for their own Moms.6

20%

13%

5 Quantifying Love: A Mother’s Day Infographic. www.ftd.com 6 How Much Do Americans Spend on Mother’s Day? www.Fortune.com

POPULAR MOTHER’S DAY GIFTS Help Mother’s Day shoppers delight Mom with timely suggestions for the perfect Mother’s Day gift.

Reach consumers in real-time while they are at or near jewelry stores, like Cartier and Pandora.

Reach shoppers currently at department stores, like Nordstrom, Macy’s, or Bloomingdale’s.

Reach consumers in real-time while they are at or near florist locations, with Factual’s Proximity.

Influence consumers who frequently visit brunch restaurants to make a reservation for Mother’s Day.





US FATHER’S DAY RECOMMENDATIONSFather’s Day is a time to celebrate the contribution that fathers and father figures make in our lives. Help your customers find the perfect Father’s Day gifts this June 16th.

FATHER’S DAY GIFT SHOPPERS Help shoppers surprise Dad with the perfect Father’s Day gift.

Factual’s Father’s Day Gift Shopper audience reaches consumers shopping for Father’s Day gifts at men’s

specialty retailers like The Art of Shaving.

Reach consumers in real-time while they are at or near men’s retailers, such as Bonobos.

Reach Factual’s Moms audience segment to help them hone their Father’s Day shopping lists.

Reach shoppers currently at department stores, like, Macy’s, Dillards, and Neiman Marcus.

Geofence locations in Factual’s Cards and Stationery place category, or specific chains like Hallmark.

Reach consumers who frequently visit fine dining restaurants to encourage them to make a

reservation.

DAD KNOWS BESTInfluence Dad’s gift wish list so he can share ideas with friends and family.

Factual’s Luxury Lifestyle Dads audience segment reaches affluent Dads who spend on luxury brands.

Factual’s Tech Enthusiast Dad audience segment reaches Dads who visits electronics stores like Best

Buy, Sony, and Brookstone an average of two times per month.

Reach Athletic Dads who live an active and healthy lifestyle, regularly visit gyms and fitness studios,

and frequent athletic retailers like Nike and Adidas.

Did you know: 77 percent of Americans celebrate Father’s Day and spend an average of $133 per person. 7

Did you know: 47% of consumers plan to give a “special outing” gift for Father’s Day, such as a concert, sporting event or dinner. 8

Did you know: 40% of Father’s Day gifts are purchased at department stores. 9

77%

47%

40%

7 NRF Father’s Day Spending Survey, conducted by Prosper Insights & Analytics (2018) 8 NRF Father’s Day Spending Survey, conducted by Prosper Insights & Analytics (2018) 9 NRF Father’s Day Spending Survey, conducted by Prosper Insights & Analytics (2018)





US PROM AND GRADUATION CELEBRATIONSReach American teenagers planning for their graduations and prom –– the rite of passage that marks a time of celebration and serious spending.

GRADUATION DAY GIFT-GIVERS Reach the parents of soon-to-be-grads, or reach students sure to share their gift wish lists with family and friends.

Factual’s High School Parents audience reaches consumers over the age of 35 who have been seen

on high school campuses, attending sports games and other events.

Factual’s College Bound Students audience reaches consumers who have visited SAT/ACT test prep

centers and college prep centers like Kaplan Test Prep.

Factual’s Graduating College Students audience reaches college students who are looking for or

have recently locked down a post-grad job –and have visited career fairs, career counseling services, and university career centers.

Factual’s High School Students audience reaches US students seen spending time on high school

campuses and at high school athletic facilities.

PROM SHOPPERSHelp US prom attendees look oh so fabulous for their big day.

Reach consumers in real-time while they are at or near retailers that sell or rent prom apparel, like

Burlington, David’s Bridal, and President Tuxedo.

Reach consumers in real-time at hair salons and nail salons leading up to prom weekend.

Factual’s Prom Goers audience reaches students who have visited a formal dress shop, or tux shop or

rental location.

Did you know: 32% of graduation day gift-givers plan to give gift cards. 10 10%

10 NRF’s Annual Graduation Spending Survey, conducted by Prosper Insights & Analytics, 2018





US SPRING SPORTING EVENTSQ2 — which kicks off with the Final Four, Masters, and MLB Opening Day all going down within a single week — is arguably the top sports quarter of the year. Location data can help you reach sports enthusiasts of all varieties.

BASEBALL ENTHUSIASTS Reach baseball enthusiasts preparing for the start of the MLB season.

Reach MLB game attendees in real-time by geofencing MLB stadiums during games.

Factual’s MLB Opening Day Attendees audience reaches fans who visited opening day games last

year.

Factual’s MLB Playoffs & World Series Attendees audience reaches fans who visited these games last

year.

Factual’s Baseball Enthusiast audience reaches consumers who enjoy playing and watching

baseball. They visit games, batting cages, memorabilia shops, and MLB Pro Shops.

BASKETBALL ENTHUSIASTSWith the NCAA Final Four on April 6th-8th, and the start of the NBA Playoffs on April 13th, Q2 is a basketball lover’s dream.

Geofence NBA stadiums during games to reach NBA game attendees in real-time.

Reach fans who attended Final Four games last year with Factual’s NCAA Final Four Attendees audience.

Factual’s NBA Playoff Attendees audience reaches fans who attended NBA Playoffs games last year.

Factual’s Basketball Enthusiast audience reaches consumers who enjoy playing and watching

basketball.

HOCKEY ENTHUSIASTSThe NHL Playoffs starts on April 11th. Reach avid hockey fans with location data.

Reach NHL game attendees in real-time by geofencing NHL stadiums during games.

Factual’s NHL Playoff Attendees audience reaches fans who attended NHL Playoffs games last year.

Factual’s Hockey Enthusiast audience reaches consumers who enjoy playing and watching hockey.

GOLF ENTHUSIASTSGolf is a passion for many Americans. Influence golf enthusiasts with location data.

Geofence retail locations in Factual’s Golf place category to reach golfers in real-time.

Factual’s Golf Enthusiast audience reaches consumers who’ve demonstrated an affinity for golf.

Geofence the Masters Tournament on April 11th - 14th, the PGA Championships on May 16th - 19th, or

the US Open on June 13th - 16th to reach avid fans in real-time.


Want to know where to buy our ready-to-use audiences? Find us in your preferred DSP or DMP.

HAVE QUESTIONS? Let our experts help.

Factual’s Location Strategy Team is always ready to help with planning and targeting recommendations at no additional cost.

What is the Location Strategy Team? The Location Strategy Team is a value-added resource for you. It’s a team of neutral, location experts whose job is to provide ideas and services to help you meet your campaign goals... all at no extra cost!

How does this work? Easily. Just shoot us a note!

Our common services include:

• Strategic guidance for specific verticals, brands, or target audiences.

• Targeting recommendations tailored to specific campaigns and KPIs.

• Custom audience design and deployment.

Have questions? We have answers. Contact the Strategy Team.

For more information, please visit www.factual.com | @Factual © 2019 Factual Inc., All Rights Reserved.


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Factual Q2 2019 Location Strategy Guide - Amazon S3 · Auto Shoppers segment reaches consumers who visited auto dealership lots during the previous weekend. Use Factual’s In-Market